Chapter 672 Textbook Level Propaganda Cases

   With the opening of the Greek Olympic Games, the world has also entered the Olympic time.

  The game time in Greece is relatively friendly to Chinese audiences, after all, there is only a five-hour time difference.

   And the strengths of the Chinese team are basically the events held during the day. For the Chinese audience during the day in Greece, it is probably the period after the lunch break and before going to bed at night, which happens to be the prime time for viewing.

   Therefore, the ratings of the Greek Olympic Games in China are still very high.

  As Chinese athletes overcame obstacles in the Olympic Games, the commercial value of athletes has also been paid attention to by major companies, especially those athletes who have won gold medals.

  A certain brand that focuses on kitchen appliances has already come to get off work, but the director of the marketing department called a group of supervisors for a meeting.

   "The Olympic Games are being held recently, and the Olympic champion is also the most popular figure. We should also take advantage of the popularity of this wave of Olympic Games to promote our products well."

   The director paused, then said: "The most convenient way is to directly sign a well-known Olympic champion as the spokesperson of our brand.

   In this regard, I have also inquired about the market. The price of advertising endorsements for athletes is still cheaper than that of popular stars, and the image of Olympic champions is also better. If you have any ideas, please feel free to express your opinions! "

Someone immediately said: "Director, we sell kitchen appliances, so I think we should find a female spokesperson, preferably one who looks like a good wife and mother, so that it fits our brand! "

   "It makes sense. The Chinese cultural tradition is that men are in charge of the outside and women are in charge of the house. If a man goes to the kitchen, it will be less persuasive to consumers. On the contrary, if a female athlete is used as an endorsement, the effect will definitely be better."

Director    nodded, and then asked: "A female athlete with a good wife and a good mother, do you have any suitable candidates?"

   Someone immediately said: "Director, what do you think of Du Li? She won the first gold medal for our Chinese team in the 10-meter air rifle shooting event.

  The first gold medal is of great significance. People will always remember the first place and ignore the second place. For example, the world's highest peak is Mount Everest, who knows what the world's second highest peak is! "

   "Peak K2!" someone whispered.

   The person who spoke before was slightly embarrassed, and he continued: "Then let me put it another way, everyone knows that the longest river in the world is the Nile, and who knows what the second longest river in the world is!"

   "It's the Amazon River, which is better than the K2 peak!" Someone whispered.

   "Everyone knows that the first man who landed on the moon was Armstrong, so who can remember the second man who waited and begged!"

   This person said, looking at the speaker just now with a provocative face, as if to say again, you have told me the second person to land on the moon!

   However, someone next to him quietly raised his hand and whispered, "It's Aldrin!"

   "How come someone remembers this kind of thing? One more piece of useless knowledge." The man suddenly had an MMP expression.

   The director coughed dryly and said, "Okay, this is not a knowledge quiz! What we are talking about today is serious business!"

The director    pulled the theme back and said, "Du Li is beautiful and has a very good image. Compared with those film and television stars, she is not inferior. It is indeed very suitable as a brand spokesperson, what do you think?"

   "Du Li is indeed very suitable, but when I watched TV these two days, I have seen her advertisement, it seems that she endorses a puppy microwave oven." Someone said.

   "There are already advertisements? Have the people from the national shooting team returned to China? So soon? I haven't seen any news about this!" the director said.

   "The shooting team probably hasn't come back, and even if people come back, it's definitely too late to shoot and run commercials in such a short time. I guess this commercial was shot before the Olympic Games," the man said.

   "That is to say, before the start of the Olympic Games, Doggie Electric predicted that Du Li would win the championship? Then she filmed her advertisement in advance." The director nodded slightly and continued:

   "That's normal. Du Li is the world record holder for this project, so she must have a high probability of winning! But since she has already endorsed the puppy's microwave oven, it is not convenient for us to find her an endorsement.

   Microwave ovens also belong to kitchen appliances. If you find the same spokesperson, it is easy for consumers to confuse the brand. The key is that the advertisement of the puppy appliance has been put out!

  If consumers are confused, they will also think of puppy electrical appliances, which will greatly reduce the publicity effect for us. So we will still choose other candidates! "

   "Director, what do you think of Guo Jingjing? She has already won a gold medal in the women's tandem springboard, and there is a single event next. In all likelihood, she will win the championship!" Another suggested.

Director    nodded: "Guo Jingjing is beautiful and has a good image, not inferior to those film and television stars! Moreover, he has won so many gold medals before, and he is very famous. It is very suitable as a brand spokesperson!"

   "Director, I seem to have seen Guo Jingjing's endorsement advertisement. It's a puppy's soymilk maker, and it's also an ad on CCTV's five sports channels broadcasting the Olympic Games." Someone immediately said.

   "What? Was it preempted by Puppy Electric again?"

The director suddenly looked depressed, and then said: "This is normal, Guo Jingjing is the queen of diving after all, in the women's springboard event, her strength is definitely the world's first, her gold medal has long been in our Chinese team, Those who usually pay attention to diving will definitely predict that she will win gold.

   It’s just that since other home appliance brands have already found her as an endorsement, and the advertisements have been broadcast on CCTV’s Olympic Games, it is not appropriate for us to find her as an endorsement. Do you have any other options? "

   "Director, I think we can find table tennis players. Wang Nan and Zhang Yining are both suitable!" Someone said.

"It makes sense. After all, table tennis is a national game, and table tennis players are also very well-known. Looking at the whole country, no one does not know Wang Nan and Zhang Yining. If we ask them to be endorsements, it will greatly improve our brand awareness. ." The director said.

However, someone immediately poured cold water: "Director, Puppy Electric seems to be one of the title sponsors of the National Table Tennis Team. It seems to be a contract signed before the national team goes to the Olympic Games. I remember reading the news at that time and saying that Puppy Electric was one of the title sponsors of the National Table Tennis Team. In addition to naming the National Table Tennis Team, the appliance also named the women's volleyball team!"

   "Why is it a puppy appliance again!" The director leaned back on the chair weakly.

   At this moment, someone's mobile phone vibrated, like a text message.

The man picked up the phone and looked at it with a look of surprise; "Director, in the women's tennis doubles, our Chinese team's Li Ting and Sun Tiantian have won the championship! Before this, our country has never won an Olympic tennis gold medal. This is a major breakthrough in history!"

   "Really? Show it to me!" The director reached for the phone, which was a text message, introducing that Li Ting and Sun Tiantian had won the Olympic women's tennis doubles championship.

  In the era of smartphones, people want to watch news, and there are various news apps.

  However, in the era of feature phones, many people still use black and white screens, and they can't even receive a multimedia message, let alone read a news app.

   Therefore, SMS news came into being. After paying a certain amount every month, the operator will push current affairs news to customers in the form of SMS.

   There is even that kind of text message that sends a bunch of news catalogs, and if you reply with a letter, the news will be sent to you.

   There are a lot of fraudulent advertisements in SMS now, and there are also a lot of prevention and control tips, but there is no such thing as SMS news anymore.

   At that time, there was even a service for watching NBA live broadcasts with text messages, which was probably like a simplified version of the current text live broadcast. Send a text message for half a day, talk about the score between the two sides, talk about which stars have scored points, etc.

   But even if the conditions are so simple, there are still many fans who are still enjoying it, staring at their mobile phones all the time, waiting for text messages to report the score. If you see the team you support score again, even if you don't know how it was scored, you will feel full of joy.

   At that time, CCTV's NBA live broadcast, as well as text messages to a certain number, to win sneakers, jerseys and magazines. Send the letter A for the home team, the letter B for the away team, a text message for one dollar, old fans should know.

   A certain idiot internet writer called “pass” often sends text messages, and the money spent on text messages every year is more than the current Tencent Sports membership. In the end, let alone winning shoes, I didn't even see a shoelace!

  Let's get down to business, when the director saw the news of the text message, his face suddenly showed a look of joy.

   "Although Li Ting and Sun Tiantian are not well-known, they are far worse than Guo Jingjing and Wang Nan, but the first gold medal in tennis, such a major breakthrough, will definitely be hyped."

The director took a deep breath and continued: "We can sign these two athletes as spokespersons! And this gold medal is an unexpected joy, and no one would have expected it before the game. I don't believe that our country can win the women's doubles tennis championship. Puppy Electric can also sign them in advance!"

Director    said, looked at everyone, and continued: "Do you have other more suitable people? If not, we will finalize these two people as our spokespersons!"

"No comments!"

   "Listen to the director!"

   "What the director says, we will do it!"

   Everyone instantly reached an agreement.

Director    smiled and nodded, then looked at his watch, and then said, "Okay, it's getting late. Today will delay everyone's meal, so let's go eat hot pot, I'll treat you!"

   The director is also a leader, and if he asks his subordinates to work overtime for meetings, he naturally has to give everyone a taste to avoid complaints.

   Gather together for a meal and eat a good meal. It can also be used as a team building, and by the way, it can enhance the relationship between colleagues.

   So everyone came to the hot pot restaurant.

  The business of this hot pot restaurant is very good. When it is busy, you need to wait in line for a table. In order to avoid the boring customers in the queue, the hot pot restaurant also specially prepared a TV for customers to entertain.

   At this time, the broadcast of the Olympic Games is playing on the TV. In addition to the customers queuing up, there were even some customers who had finished eating, as well as other idlers, waiting around to watch the Chinese team's game.

   After a game, the screen turned to the advertisement.

  Two female tennis players appeared on the TV screen, it was Li Ting and Sun Tiantian who had just won the championship.

   "I usually play tennis and spend the whole day outdoors, which is exposed to the wind and the sun, which will cause great damage to the skin."

  The screen turned, a face steamer appeared in front of the two Olympic champions, and the narrator continued to read the advertisement: "Fortunately, we have a puppy face steamer, which keeps the skin moist and locks the skin nutrients..."

   The director who was waiting for the position saw this scene, and his entire face turned purple!

   "What's the situation, the front foot just won the championship, and the advertisement for the back foot came out!

   Isn't the gold medal in women's tennis doubles unpopular? Can't anyone predict it? Why was this also guessed by Puppy Electric! "

   Seeing the director standing there with an embarrassed expression, the expressions of his subordinates suddenly turned bitter.

   "Director, shall we still eat this hot pot?" a wink asked.

   "What else to eat? Go back to the meeting!" The director roared.

  …

  Before the Olympic Games, Wang Jiuyang chose a lot of athletes as spokespersons, but Li Weidong finally made the decision.

  Li Weidong chose a bunch of Olympic champions based on the memory of his previous life, and then added unpopular events such as women's tennis doubles.

   The result is an advertisement for Puppy Electrical Appliances, constantly swiping the screen on TV channels, and every advertisement has the latest Olympic champion.

   This kind of publicity effect is unprecedented. When the athletes first won the championship, it was the time when the popularity was the highest. Many athletes were originally silent, and the common people did not know who they were.

   But as long as it is the moment when the Olympic gold medal is added, it will immediately become a popular figure, and it is also the focus of the media chase. Almost every major media will be swiped by this athlete.

At this time, the advertisement of the athlete's endorsement will be very impressive to consumers. The audience in front of the TV will unconsciously associate the product endorsed by the champion player with the Olympic gold medal. Gold medal, will think of the products he endorsed.

   Soon after, Liu Xiang won the champion of the 110-meter hurdles at the Athens Olympic Games, and on the second day, not only TV media, but also various paper media, Liu Xiang’s endorsement of Puppy Electric was published.

   The effect of this wave of flyers is really strong. The brand value of Puppy Electric has risen several steps in an instant, and it has almost become the most well-known home appliance brand in the hearts of the common people.

   At this time, domestic counterparts, as well as those who do marketing planning, realize that these advertisements made by Puppy Electric using the Olympic Games can be called the perfect heat, and can be used as a case to explain it in the MBA course.

   However, this wave of propaganda of Puppy Electric did not end because Liu Xiang won the championship. This classic propaganda case and the last lesson have not been finished.

   A few days later, in the women's volleyball final of the Athens Olympic Games, the Chinese team won three games in a row and completed the reversal after losing two games first.

  The Chinese women's volleyball team won the championship!

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   (end of this chapter)